An emotional scene in First Lady Melania Trump’s recently released documentary features her meeting Aviva Siegel, a former hostage held by Hamas who has publicly campaigned for the release of her husband, Keith Siegel, in January 2025.
On Wednesday, Trump hosted the Siegels at the White House and told attendees that footage of the meeting appears in her documentary. The reference has drawn attention because of the film’s high-profile commercial backing, though there are no formal rules preventing such mentions at official White House events.
“It was an emotional meeting, and it is captured on camera and available to see in my film, Melania,” Trump said during remarks in the Blue Room at an event marking the Siegels’ release. Keith Siegel, who was taken hostage by Hamas during the October 7, 2023 attacks, was freed in February 2025.
When asked by CNN whether it was appropriate to reference the documentary during an official White House event, Trump said the meeting took place at the Siegels’ request and maintained that the mention was “not promotion.”
Trump rejected suggestions that the documentary was being promoted, saying the event was solely to recognize the Siegels following their release.
“This is not about promotion. We are here to honor the release of Aviva and Keith,” she said, explaining that the couple had reached out while in Washington, DC, to express their gratitude and requested the meeting. “That is the reason for today’s gathering. It has nothing to do with promoting a film.”
Earlier in the meeting, Keith Siegel expressed appreciation for what he described as Trump’s role in his release and spoke about his involvement in humanitarian work in Kenya as part of his recovery. He also congratulated the first lady on her documentary.
“I look forward to watching it, and I’m thankful that Aviva was included in your film,” he said. Aviva Siegel likewise thanked Trump for featuring her in the documentary.
CNN reported that neither the office of the first lady nor Trump’s private office responded to questions about whether she had engaged in any private outreach or advocacy efforts on behalf of hostages held by Hamas over the past year.
However, the attention given to the documentary during the event drew concern from some hostage advocates and ethics specialists.
Amy Spitalnick, chief executive officer of the Jewish Council for Public Affairs, said that while there is appreciation for the administration’s role in securing the hostages’ release, there is also unease about the possibility of the presidency being used in ways that could blur ethical lines.
She said that involving former hostages in efforts that could be seen as promoting a commercial film “clearly raises serious ethical concerns.”
While it is not illegal for a sitting first lady to financially benefit from projects connected to her public profile—Trump reportedly signed an approximately $40 million agreement with Amazon MGM for the documentary covering the period around her husband’s 2025 inauguration—there are also no rules preventing her from personally referencing the project at the White House. However, federal regulations do bar members of her official staff from promoting such ventures.
Even so, ethics specialists questioned the appearance created by highlighting the film during an official White House meeting.
Jordan Libowitz, a spokesperson for Citizens for Responsibility and Ethics in Washington (CREW), said the White House represents the American government and is maintained by public funds, making its use for private commercial interests troubling.
“When it becomes part of a business arrangement that generates millions of dollars for the first lady, it understandably makes many people uneasy,” Libowitz said, adding that the institution is meant to stand above personal financial gain and symbolize public service rather than profit.
The documentary, which reportedly earned about $7 million during its opening weekend, has already drawn scrutiny over political ethics and Amazon’s decision to pursue a high-value deal that included an estimated $35 million marketing campaign.
Asked last week whether the project amounted to corporate influence or corruption, President Donald Trump told reporters on the red carpet that he had no involvement.
“That was handled by my wife,” he said.